The Revolt of the 1-Minute Drama: 5 Reasons Lezhin Snack's Simultaneous Korea-US-Japan Launch Is Reshaping the ₩32 Trillion K-Short Drama Market
In February 2026, Lezhin Entertainment launched its short-form drama platform 'Lezhin Snack' simultaneously in Korea, the US, and Japan, entering the global short-form drama market. With the market projected to grow to ₩32 trillion by 2032, Lezhin's strategy — led by acclaimed directors Lee Byung-hun and Lee Joon-ik alongside proven webtoon IPs — is drawing a wave of top-tier directors and actors to the genre, positioning it as a new pillar of Korea's content industry.
Image unavailable: Direct attachment of official Lezhin Snack asset images was not possible; source links are provided in the body instead.
Why short-form drama, and why now? One subway stop, five minutes at lunch — in an era where content consumption is being sliced into "snacks," K-content has opened a new front.
TL;DR
- Lezhin Entertainment launched its short-form drama platform Lezhin Snack simultaneously in Korea, the US, and Japan on February 4, 2026
- Acclaimed directors Lee Byung-hun and Lee Joon-ik on board; original content strategy based on proven webtoon IPs
- Global short-form drama market projected at ₩32 trillion by 2032; domestic market estimated at approximately ₩650 billion
- Genre prestige surging as star directors and actors flock to short-form drama
- Korean government announced ₩4 billion investment on March 1 to support webtoon market diversification
1. The Facts: Why Lezhin Snack Came to Be
Lezhin Entertainment (a subsidiary of Kidari Studio) launched Lezhin Snack, its dedicated short-form drama platform, simultaneously in Korea, the US, and Japan on February 4, 2026. Its two core weapons:
- Proven IP: Adapting webtoon originals from Lezhin Comics and Bomtoon that have already amassed millions of readers
- Acclaimed director recruitment: Director Lee Byung-hun of Extreme Job and Be Melodramatic joins as writer and director for original content; director Lee Joon-ik is also part of the debut lineup
Lezhin US, launched in 2015, has accumulated 24 million total subscribers and recorded 40% year-on-year growth in 2025. In Japan, Lezhin JP (3 million) and Valtoon JP (1 million) lead the market. The strategy is to transplant this data-driven fandom into short-form drama.
2. Drivers: Why Stars Are Flocking to Short-Form Drama
As of March 3, 2026, news headlines are filled with "Star directors and actors heading to short-form drama." There are structural reasons behind this.
- Short lead time: Production periods are dramatically shorter than traditional TV dramas, enabling faster market validation
- Simultaneous global reach: The platform's Korea-US-Japan simultaneous launch structure directly connects overseas revenue
- OTT fatigue: Surging preference among younger audiences for 5–10 minute episodes over 12–16-episode long-form dramas
- IP pipeline: An OSMU (One Source Multi-Use) value chain running from short-form drama → webtoon → animation and games
3. Context & Background: The Reality of the ₩32 Trillion Market
The global short-form drama market is projected to reach ₩32 trillion by 2032. The domestic market is already estimated at approximately ₩650 billion. While Chinese short-form dramas have established a foothold in the US market, Korea is pursuing a "quality differentiation" strategy by combining K-webtoon IPs with film- and drama-grade direction.
The Korean government also announced on March 1, 2026, through the Ministry of Culture, Sports and Tourism and the Korea Manhwa Contents Agency (KOMACON), ₩4 billion in investment to support webtoon market diversification and the expansion of the creator base. Approximately 250 projects are expected to receive support.
4. Outlook: What Lezhin Snack Will Change
| Change Point | Details |
|---|---|
| Production ecosystem shift | New debut stage provided for short-film directors and emerging writers |
| Revenue model diversification | Monthly subscription + IP derivative revenue (games, merchandise, animation) |
| Intensified platform competition | Direct competition with existing players such as Naver Series On, Kakao TV, and Watcha |
| Expanded overseas revenue | Immediate distribution targeting Lezhin US/JP's existing 28 million fans |
| Talent concentration | Participation of acclaimed directors elevates short-form drama genre status → more A-list talent attracted |
5. Risk Checklist
Reference Links
- A 'snack drama' that ends in 1 minute... Lezhin enters the global short-form drama market (Korea Economic Daily)
- Star directors and actors heading to short-form drama (Nate News, 2026.03.03)
- From Webtoons to Short-Form Drama: Lezhin Accelerates Global IP Value Chain (Yahoo Finance, 2026.02.04)
- Korean Government to Invest to Diversify Webtoon Market (Anime News Network, 2026.03.01)
Image Credits
This post is published without attached images as direct file attachment of official Lezhin Snack assets is technically not possible. Official images can be found in the Lezhin Entertainment press release.